How to Set-up Your Content Marketing Workflow for Success

By: Chris Thompson on June 24, 2014 Categories: Corporate Communications

When both speaking about and putting effort into content marketing, it’s important to concentrate on the many aspects involved. However, we’re only going to focus on one major aspect (a la the title of this post): How to create a successful workflow for both yourself and your team! Once you have this all sorted out, the rest will fall into place. A good place, that is. Okay, Indiana Jones (or Jane), let’s do this!
indiana jones of content

Let’s go through the many steps of creating a successful workflow.

Step 1:

Before anything, it’s important to establish the roles for each person on the team (in the form of a hierarchy). C’mon, let’s be fair. You’re a team, so act like one. You need a fearless leader who’ll both ensure and pave the way for success for those who report to him/her. Still, you’re all going to share responsibility for the failure or success of your campaign(s).

Here are some things to think about when establishing these roles:


  1. Who’s in charge?
  2. Who will be reporting to whom?
  3. What is the role and title for each team member?


  1. How many organizations will be managed?
  2. How many editorial calendars need to be setup?
  3. Which and how many team members will be assigned to each organization and calendar?

Visit our blog where you can learn more about how to coordinate your content marketing team.

Step 2:

This is where the real fun with Marketing.AI begins! Now, it’s time to setup your strategic framework. This includes:

  1. Themes
  2. Personas
  3. Buyer-Cycle Stages
  4. Mapping out personas and themes to the buyer-cycle

This sounds like a heavy load, but it’s not. They’re just big words, but it’s really a simple process. Don’t be scared! Here, I’ll hold your hand.

Since these are terms that may not be quite familiar to you, here’s a definition of each:

Themes: Themes are a logical grouping of content. These could be categories or topics of content and/or can also represent a specific marketing objective, product line, etc. Our post, “What Is a Theme for Content Marketing” dives deeper into themes.

Personas: A Buyer Persona is the documented embodiment of a single representative of your target audience that represents a segment of your audience as a whole, in a way that can meaningfully affect your strategy, conversion architecture and marketing content production.

Buyer-Cycle StagesBuyer Cycle describes the seven stages a buyer goes through from initially becoming aware of the problem your product solves, through the consideration and purchase process and on through post-purchase to becoming an active advocate of your solution to others. The seven stages are: Awareness, Interest, Trial or Consideration, Purchase, Support or Success, Repeat or Loyalty, Referral or Advocacy. You can learn more about these seven stages by reading this post, “What Is a Buyer Cycle?”.

Step 3:

You’re already on Step 3? Go you (high-fives all around!).

Now is the right time to audit the following:

  • What do you currently have?

This is a good time to check what type of content you’re producting, where it’s being pushed to (a blog, social media channels, etc), and how often you’re producing and pushing the afformentioned content.

  • What do you currently not have?

What pieces of the puzzle are you missing from your daily/weekly content production schedule? Maybe you need content marketing software to help boost productivity within your team (wink wink)? Whatever the case(s) may be, getting you and your team aligned is a major focal point!

  • What do you want to get?

We’re sure you have some goals as to what you want to achieve. Most of us do. (Note: Mine is to get Depeche Mode to recognize the blog post I had written about them So far, only crickets!). But really, think about what you and your team would like to accomplish. Do you want to produce more engaging content that covers a number of themes, verticals, etc? Sure, you do! If we’ve gained your interest, you can give Marketing.AI a spin (a.k.a Sign Up For a Free Trial!).

Step 4:

Setting your composition goals helps to guide the planning that’ll ensure that there’s a consistent flow of content published to address different themes and target multiple industries using a range of content types. Need more tips? We wrote it about it here, “Building and Tracking Content Marketing Client Composition Goals”.

Step 5:

This is the final step. Pat yourself on the back! While you’ve made it to this point, let’s now make sure you remain on-track by using the Editorial Calendar and collaborative workflow tools found inside Marketing.AI’s content marketing software solution to actually deliver that content in line with the strategy you’ve set-up! As always, we’re just a click away if you need an online demo or any assistance (Click the “?” box on the bottom right-hand side of the screen, and a customer support representative will respond!).

“Measure, optimize, rinse and repeat!”